Bandai and its North American marketing representative Sync Beatz Entertainment have tapped Mighty Fine as the first licensee for the new lifestyle brand Tamagotchi L.i.f.e.
The deal was brokered by Evolution USA, Sync Beatz Entertainment’s retail development and licensing partner for the brand in the U.S.
Mighty Fine will create a complete fashion apparel line for junior’s and women that will include activewear, t-shirts, bodysuits, dresses, fleece, pants, shorts and skirts that feature a contemporary take on the characters and design elements of the classic Tamagotchi brand.
“When we saw the millions of kids who grew up with Tamagotchi and still love the brand today and our success producing inventive women’s fashion, we recognized this as a great opportunity,” says Patty Timsawat, chief operating officer, Mighty Fine. “We also appreciated Bandai’s marketing acumen to expand ‘outside the Tamagotchi shell’ and allow their original fan base to experience the brand as young adults.”
Tamagotchi L.i.f.e. launched in November 2012 with a website and social media presence. The brand then introduced an app and a Hometown Heroes program in 2013.
The Mighty Fine alliance kicks off the next phase for the new lifestyle brand, which will include the introduction of a wide range of licensed products from home décor to accessories that embody the spirit and qualities of the original Tamagotchi experience.
“We are delighted to partner with an organization as respected in its category as Mighty Fine,” says Naomi Tobita, chief Tamagotchi officer, Bandai. “We look forward to working together to help them produce distinctive and popular fashion apparel for many years to come.”